Term
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Definition
Objective #1: Promote Brand Recall
Objective #2: Link a key attribute to the brand name
Objective #3: Persuade the consumer
Objective #4: Instill Brand preference
Objective #5: Scare the consumer into action
Objective #6: Change behavior by inducing anxiety
Objective #7: Transform consumption experiences
Objective #8: Situate the brand socially
Objective #9: Define the brand image
Objective #10: Resolve social disruption and cultural contradictions |
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Term
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Definition
| process of expressing the value and benefits a brand has to offer. |
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Term
| Key elements of Creative Brief |
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Definition
1. single most important thought you want audience to take away
2. product features emphasized
3. benefits a user receives from features
4. the media chosen to transmit the info
5. suggested mood or tone
6. production budget for ad or promo. |
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Term
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Definition
| guide used in the copywriting process that specifies the message elements of ad copy. |
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